A rapidly growing Sydney restaurant chain had ambitious expansion goals and dedicated Gen-Z audience.
Their Melbourne agency needed an on-the-ground content producer in Sydney to bring the concepts to life and execute a community-first social strategy.
To build brand love and a cult-like following, I helped develop a diverse content mix of mouth-watering food content, community-driven storytelling and skits with staff and customers, trending meme adaptations and influencer collabs.
This was supplemented with very active community management to engage with our followers and foster two-way conversations, and an always-on gifted creator collaboration program driving 4 x creators to visit their stores each month.
Highlights include roaming coverage at store openings, with live stories and recap videos capturing the buzz as lines often went around the block as dedicated fans wanted to be first-in-line to try their Southern friend chicken
Initially a short-term fix, this partnership evolved into a 1.5 year-long collaboration, reinforcing Pappa Flock’s status as a viral sensation as they continued to outperform in their category.
Credits: Freelance Consultant for Snack Drawer
Clients: Pappa Flock: Rachel Corbel and Sinaed Eisenhut
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